Dileep Kumar
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Ekta Kapoor's production company is leveraging its expertise in television to promote its movies. With these tie-ups breaking the clutter and getting noticed as well, it is a win-win situation for the production house and the channel.
In the 2000s, Ekta Kapoor created a benchmark in the television entertainment industry when she depicted different shades of women through the famous "K-series". It earned her the epithet, Queen of the Soap Opera. Kapoor understood the psychography of the TV audiences so well that her shows not only became a hit, but a habit with viewers.
She has turned that keen marketing brain to movies now with a new clutter-breaking formula. Balaji, which has been producing movies under the 'Balaji Motion Pictures' and 'Alt Entertainment' banners, has come up with a clever way of marketing these movies.
Television became an important movie-marketing platform when actors first started appearing on reality shows to promote their movies. Then came the integrations, even in fiction shows. Remember Vidya Balan's small role in 'Bade Achche Lagte Hain' (in 2011) to promote 'Dirty Picture'? Or Aamir Khan as Inspector Shekhawat (his reel role in Talaash) in C.I.D two years ago? That was just for starters.
Promo phenomenon
Taking the whole "movie marketing" exercise up a notch or two, Balaji used its television expertise in creating special content for TV to promote its upcoming movies. In March 2013, Kapoor's production venture 'Ek Thi Daayan' was promoted on Life OK through a special series based on folklore. Titled 'Ek Thi Naayka', the mini-horror series ran for 16 episodes while the movie was released a week before the show ended.
The series, a pre-seller to the movie, gave out ideas and hints about the movie's subject and 'thought'. In March 2014, Balaji, in association with MTV, launched 'Haunted Weekends with Sunny Leone', to promote another horror movie, Ragini MMS2. The show, that brought together sensuality and fear, was one of the top-rated slots on MTV.
MTV also revived its old property, MTV Bakra, recently when it launched 'MTV Jhand Hogi Sabki' in association with Balaji's 'Kuku Mathur Ki Toh Jhand Ho Gayi'. In an earlier interview with afaqs! MTV's programming head Vikas Gupta had said, "The channel's association with the right names and right brands seems to be working for us. When we did 'Haunted Weekends', the slot saw a 50 per cent jump in viewership for the channel."
The fourth show that joined the list was for Balaji's latest release, 'Ek Villain', starring Siddharth Malhotra and Shraddha Kapoor and Riteish Deshmukh. Zoom launched 'Ek Villain Ek Daastan' to remember Bollywood's most iconic villains, their epic dialogues, their style and their effect on the viewers.
READ MORE:-http://www.afaqs.com/media/story/41256_Balaji:-It-is-a-trailer!-No-it-is-a-TV-show!-No-its-a...
In the 2000s, Ekta Kapoor created a benchmark in the television entertainment industry when she depicted different shades of women through the famous "K-series". It earned her the epithet, Queen of the Soap Opera. Kapoor understood the psychography of the TV audiences so well that her shows not only became a hit, but a habit with viewers.
She has turned that keen marketing brain to movies now with a new clutter-breaking formula. Balaji, which has been producing movies under the 'Balaji Motion Pictures' and 'Alt Entertainment' banners, has come up with a clever way of marketing these movies.
Television became an important movie-marketing platform when actors first started appearing on reality shows to promote their movies. Then came the integrations, even in fiction shows. Remember Vidya Balan's small role in 'Bade Achche Lagte Hain' (in 2011) to promote 'Dirty Picture'? Or Aamir Khan as Inspector Shekhawat (his reel role in Talaash) in C.I.D two years ago? That was just for starters.
Promo phenomenon
Taking the whole "movie marketing" exercise up a notch or two, Balaji used its television expertise in creating special content for TV to promote its upcoming movies. In March 2013, Kapoor's production venture 'Ek Thi Daayan' was promoted on Life OK through a special series based on folklore. Titled 'Ek Thi Naayka', the mini-horror series ran for 16 episodes while the movie was released a week before the show ended.
The series, a pre-seller to the movie, gave out ideas and hints about the movie's subject and 'thought'. In March 2014, Balaji, in association with MTV, launched 'Haunted Weekends with Sunny Leone', to promote another horror movie, Ragini MMS2. The show, that brought together sensuality and fear, was one of the top-rated slots on MTV.
MTV also revived its old property, MTV Bakra, recently when it launched 'MTV Jhand Hogi Sabki' in association with Balaji's 'Kuku Mathur Ki Toh Jhand Ho Gayi'. In an earlier interview with afaqs! MTV's programming head Vikas Gupta had said, "The channel's association with the right names and right brands seems to be working for us. When we did 'Haunted Weekends', the slot saw a 50 per cent jump in viewership for the channel."
The fourth show that joined the list was for Balaji's latest release, 'Ek Villain', starring Siddharth Malhotra and Shraddha Kapoor and Riteish Deshmukh. Zoom launched 'Ek Villain Ek Daastan' to remember Bollywood's most iconic villains, their epic dialogues, their style and their effect on the viewers.
READ MORE:-http://www.afaqs.com/media/story/41256_Balaji:-It-is-a-trailer!-No-it-is-a-TV-show!-No-its-a...
